Wellness Pragmatists: Consumers shift to products that deliver immediate benefits

Brands should craft functional and simple solutions that they can easily adopt.

Customers are now becoming pragmatic in consuming wellness, products as they now prefer those that will carry out instant results instead of committing to regimens that can consume more time.

The report found that 85% of consumers are willing to spend more on beauty products with proven efficacy.

“They’re taking a realistic approach—moving away from multi-step regimens, invasive procedures or time-consuming treatments. Instead, consumers opt for convenient solutions that deliver immediate results,” according to a Euromonitor International report.

“Wellness Pragmatists want to reap instant benefits without making major commitments. They prefer easy, effective remedies that fit into their lifestyles and require little time or effort,” the report added.

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Euromonitor added that consumers are willing to try out improved health and beauty innovations such as biohacking and sleep syncing.

To align with these trends, Euromonitor said brands should understand the wellness goals of their target consumers, and create functional yet simple solutions that are easy to integrate in their lifestyle.

They also have to provide verified claims, demos or testimonials to help them understand the benefits of the products they offer.